The Importance of Using Social Media

I like interacting with family and friends on social networks like Facebook and Twitter. Do I really need to go there for business, too?

Whether or not your business is active in a social network, scanning such sites for mentions of collision repair in general and your business in particular can be valuable. That was my experience, recently. A member of my extended family had collided with a deer while traveling. She posted her misfortune, and how the collision repair center dealt with it, on her social network:

“I was called and told the car was totaled; then I was called and told they’re fixing it; then I was called and told they were waiting for something and then I was told they are fixing it. I’m not sure I want them fixing my car. I don’t think they know what they are doing!”

I was relieved to see that the name of the collision repair center was never mentioned! While the communication could have been much better from the repairer, we all know there are legitimate reasons behind the explanations the customer received: an insurer requesting aftermarket parts, tear down before structural repair assessment was allowed, and so on.

But the comments that followed the frustrated posts only fed the sense of concern and doubt. So I posted a rather lengthy note about many of the variables that were possibly in play; I was happy to see responses to my explanation along the lines of, “Wow, I didn’t know that there was that much going on behind the scenes. Thank you for this information, though I hope I never need to use it!”

Clearly, social networking is another way to educate, inform and reassure our customers. Just be sure to monitor your network regularly and keep your posts informative, clear and brief.

Ray Fisher is the president of ASA-Michigan. This article represents his opinion and does not reflect the views of ASA-Michigan.